This study explores the perception, attitudes and concerns towards Islamic banking in Germany. As the study is of exploratory nature, a qualitative investigation is used. Based on personal interviews with Muslim and non-Muslim consumers in Germany, this study developed a model of Islamic banking perception in a non-Muslim country. This new research area of perception is in its early development and has its own merits. The generated model provides academic scholars, researchers and practitioners with a clear understanding of this paradigm. This paper has also some practical implications resulting from the consumers' perception of Islamic banking and its impact on banks' selection in Germany. The findings reveal that different marketing strategies need to be developed and implemented in the German market.
|Journal||International Journal of Islamic Marketing and Branding|
|Early online date||8 Apr 2017|
|Publication status||E-pub ahead of print - 8 Apr 2017|